The latest publication by Diaz Ruiz and Kowalkowski (2014) in Industrial Marketing Management is free until October 16. The free version of the white paper “Market representations in industrial marketing: Could representations influence strategy?” can only be accessed through THIS LINK
The following is the abstract of the paper:
A central question in industrial marketing is whether the form in which the market of a firm is represented influences the marketing strategy. This question has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of market representations – ostensive and performative – in order to test for influence exacted in two well-established strategies in industrial marketing – service focus and product differentiation. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.
Carlos A. Diaz Ruiz, Christian Kowalkowski, (2014) Market representations in industrial marketing: Could representations influence strategy?, Industrial Marketing Management, 43 (6), 1026-1034.